Dth Industry

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Chapter 1 – Overview of the Project

To study the consumer behavior and to identify the reasons that trigger a consumer to shift from Cable TV to Direct- To- Home services.

* Determining the consumer preference for the form of TV channel viewing they prefer. * Determining the effectiveness of the promotional campaigns adopted by India’s two largest private players in this segment. * Determining the causes of satisfaction and dissatisfaction among the users of a particular service. * Determining the needs of the consumers.

* The study seeks to provide a helicopter view of the field reality and hence inference drawn does not provide conclusive evidence, it helps in identifying a trend. * Such surveys need to be taken periodically as the perception of the respondents keeps changing with time. * The sample size due to time & related constraints is only 60. * It is difficult to get people across all ages to participate in the questionnaire.

Chapter 2 – Evolution of the Indian TV Broadcasting Industry

1959: Doordarshan
The history of Indian Television dates back to the launch of Doordarshan, the country’s national television network in 1959. The television was seen as a luxury item that could be bought by only a few rich people. The transmission was in black & white. The 9th Asian Games which were hosted in our country in the year 1982 marked the beginning of the color television broadcast in India.

1991: Cable TV
In 1991, the Indian economy was liberalized from the License Raj and major activities like foreign direct investment, deregulation of domestic businesses began. This led to the influx of foreign channels like Star TV and creation of domestic channels like Sun TV & Zee TV. This virtually destroyed the monopoly held by Doordarshan.

In 1992, the Cable TV industry started. If one could list down the revolutions that happened in the Indian Entertainment Industry, Cable TV would top the list. The number of channels suddenly increased from two & the real entertainment started. The film industry was shocked by the growth of Cable TV & there were even protests for calling off Cable TV industry. The industry survived but the sudden onset of growth made it a disorganized sector.

There were simply too many cable operators in the country. Carrying new channels on the existing infrastructure required huge investments which the cable operators were hesitant to make. Also the channels had a difficult time to get their returns as the existing system was non-addressable & the operators could simply offer less number of channels to amass profits.

This led to the emergence of new type of firms called Multi System Operators (MSO) who had heavy financial muscles to make huge capital investments. They liaised between operators & channels. MSOs provide the feed to the local cable operators for a fee. Soon the industry consolidated with each city having one or two MSOs operating. Moist of the channels are available with all MSOs but sometimes some channels are available with only specific MSO network. Current estimates show that currently there are 6000 MSOs serving 60000 LSOs.

In 1995, the government felt the need of regulation in Cable TV & passed the Cable TV Networks Act. This was also the time when the state owned Doordarshan & All India Radio came under the new holding Prasar Bharati to give them enough autonomy.

Even with the basic regulations there were various problems in distribution. LCOs reported a lower number of connections whereas the broadcasters demanded a higher rate. MSOs were finding it hard to operate under such conditions. This led to the amendment of the Cable TV Networks Act in 2002 to provide the Conditional Access System. With CAS, the last mile of distribution was addressable with accuracy & digitalization of broadcast was...
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